How To Write Landing Page Content That Converts

Conversion copywriters, individuals skilled in creating landing page content that drives reader engagement and secures sales, are valuable assets. Their writing not only captures readers but also translates into successful conversions, resulting in substantial revenue. They know exactly how to write landing page copy that attracts the right clients.

Want to learn how to pull that off?

The good news is that you can learn and become proficient at the technique. Techniques, fortunately, can be developed and mastered. If you comprehend the methods involved, you can use the same conversion writing prowess to boost sales and accomplish marketing goals.

Conversion is fundamentally a science of the mind—how your prospect’s mind processes information, makes decisions, and ultimately chooses to convert. In this post, we’ll outline eight proven writing techniques.

Here are the tips we’ll discuss in this blog:

I. Turning Product or Service Features To Benefits

II. Incorporating Customer Testimonials in Your Website

III. Embracing Simplicity

IV. Writing Impactful Headlines

V. Writing Like a Human!

1. Turn Features To Benefits

One of the pivotal insights I gained through half a decade of dabbling in the digital marketing space is that most of the time, customers don’t care about technical features. In the grand scheme of things, potential customers perusing through your website are just too busy to care about the specifics. Executives, especially have a limited time to take in all the technicalities.

Solely promoting one’s solution is not enough to address customers’ needs and desires. The strategic focus should pivot towards emphasizing the benefits. While acknowledging the solution is permissible as a confirmation to the customer that they are in the right place, an overt emphasis on the solution is discouraged. This “hard sell” is antiquated technique, that not only sounds boring, but it also tends to err towards insincerity. Instead, articulate the tangible benefits instead. Remember, the more you can differentiate features from its practical benefits, the better.

Take this sample on how you can turn the features of a mobile phone to a highly relevant advantage:

2. Incorporate Customer Testimonials

Ideas are great, but it’s only half of the decision-making process. Something that could convince potential customers and collaborators to take the next step is testimonials. Nothing does a better job of persuading them to click “Buy Now” or “Contact Us” than the words of satisfied customers and clients.

Testimonials are unparalleled in their ability to drive conversions. Crafting copy that rivals the authenticity and impact of customer testimonials is a challenge. Good copy can certainly catch the right attention, but credibility of the source is also an important factor that a lot of smart consumers look for in this digital age.

A noteworthy example of leveraging customer testimonials can be seen in Zendesk’s customer page. The success of their high-converting pages is attributed to prominently featuring testimonials, complete with a client’s logo and a corresponding story.

So, talk to your customers if you still haven’t. Your best tools of conversion might just be right under your nose. Do remember to ask the right questions when getting these testimonials.

3. Keep It Simple

The key to conversion copywriting goes in two words: be simple. While possessing literary prowess akin to Stephen King or J.K. Rowling may be impressive, such prowess holds little relevance in the realm of conversion copy, especially in social media or digital marketing in general. The crucial skill in this context is the art of simplicity, as it is simplicity that resonates and sells.

Consider Apple. I mean, do I even have to say more? A closer look at their landing pages underscores its stark simplicity. From the get-go, you are captivated by the product name, a brief summary of what it is, and how much it is.

However, simplicity does not equate to a lack of creativity, nor does it permit the use of buzzwords. With this, it might be smart to steer clear from phrases like:

  • “On-demand marketing software”
  • “Integrated solutions”
  • “Flexible platform”
  • “World leader”
  • “Once-in-a-lifetime opportunity”
  • “Changing the way X is done”
  • “Paradigm shifting”
  • “Exceeding customer expectations”

Finally, when in doubt, cut it out!

4. Write Headlines That Pop!

While it may not be the most uplifting revelation of your day, a fundamental reality must be acknowledged: website visitors typically engage in scanning rather than meticulous reading. Their eyes gracefully skim across the content, absorbing fragments rather than delving into every word.

In response, the question arises: should a copywriter seek appreciation elsewhere, where their efforts are more explicitly acknowledged? Perhaps, in an ideal, less pre-occupied world. Kidding aside, the answer lies in adaptation—adapting content to captivate and convert despite prevailing skimming habits. Noteworthy elements that command attention include:

  • The headline.
  • The subheadline (typically).
  • The visual elements.
  • Call-to-action (CTA) buttons.

Subsequently, customers may selectively read additional components such as major section headings, bullet points, concise paragraphs, and image captions. This hierarchy delineates areas deserving of heightened focus during the composition of conversion-oriented copy. Undoubtedly, the most pivotal component resides in straightforward, yet impactful ten to fifteen words encapsulated within the headline. Attention to this aspect marks a substantial stride towards achieving communicative efficacy.

5. Be Human

Here’s a simple technique to outshine your competition: write like a regular person. Some copywriters once thought it was a good idea to create content that sounded awkward and robotic. Who’s behind this kind of writing, and who’s even reading it? I can’t say for sure, but what I do know is that it’s not convincing anyone.

People prefer connecting with other people, not robots. That’s why your writing should sound like it came from a human. Here are some straightforward tips to make your writing more personal:

  • Write the way you talk.
  • Use everyday words, the kind you’d use with a ten-year-old. Why say “convivial” when you can say “friendly”?
  • Keep your sentences short.
  • Feel free to bend grammar rules if it still sounds good and natural.
  • Add some humor.
  • Use first-person language.

Try to shift away from the idea that you’re writing “copy” and think of it more like having a conversation. Doing so will result in better writing, a more human tone, and an increase in your conversion rates. Of course, this still depends on the type of audience you want to engage with. But at the end of the day, we’re only humans, right?

The Key Takeaway

Improving conversion rates begins with great copy.

The words you type on your keyboard play a significant role, but the good news is that it’s not a daunting challenge—anyone can learn how to do it. By mastering effective copywriting techniques, you can elevate your conversion rates.

What techniques do you use for your conversion copy?